lee-usingbrand-2010.pdf (129.46 kB)
Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing
conference contribution
posted on 2010-01-01, 00:00 authored by J Yang, D Mizerski, Alvin LeeAlvin Lee, F Liu, D Olaru, H ChuaThis study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the respondents' Brand Knowledge are able to correctly identify Chinese respondents’ preferred brand of beer 56% of the time, while correctly identifying 77% of respondents in an Australian sample when three top brands are tested. The model could further identify 67% of those that stay or switch in both the Australian and the Chinese samples.
History
Event
Australian and New Zealand marketing Academy. Conference (2010 : Christchurch, New Zealand)Pagination
1 - 7Publisher
ANZMACLocation
Christchurch, New ZealandPlace of publication
Christchurch, N.ZStart date
2010-11-29End date
2010-12-01ISBN-13
9780473178208Language
engNotes
Reproduced with the kind permission of the copyright owner.Publication classification
E1.1 Full written paper - refereedCopyright notice
2010, ANZMACEditor/Contributor(s)
P Ballantine, J FinsterwalderTitle of proceedings
ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy ConferenceUsage metrics
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